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Channel ROI Overview

Matt Mackenzie Updated by Matt Mackenzie

ROI Overview - Channel

The Channel ROI Dashboard shows spend impact on attributable pipeline (Total Attribution) and won pipeline (Bookings) for defined channels set in the CM Attribution Budgets. The report will aggregate channel touches to the touch date and tie channel spend into the same period. Filtering can be done across Company, Opportunity and Person level features. This allows you to see the effect of your marketing spend on specific account lists or segmenting by opportunity type. This report gives a Top-Down ROI view that helps marketers decide where to spend their next dollar.

The summary KPIs atop this report are provided for both the Channel and Campaigns Tabs. Cost Data will differ. The Channel costs come from the budget entry in settings where as Campaign costs originate from Salesforce and the various ad platforms connected. Since Cost is different the corresponding ROI numbers will also be different. Campaigns usually do not have a 1:1 relationship with Channels, so if filtering is applied attribution and bookings results may differ.

*Important Note: All filters apply to all widgets as a rule 
  1. Total Bookings - total touch value tied to closed won pipeline for the date period selected.
  2. Total Attribution - total touch value tied to pipeline for the date period selected.
  3. Total Cost - displays the total amount of Cost entered for each Channel over the time period selected
  4. Attributed Pipeline ROI - this metric is a multiplier which tells you how much attribution (attributed pipeline) dollars you get back for every dollar you spent. The math is total attributed pipeline divided by the total cost. For example: If you spent $1,000 on campaigns two quarters ago and created 500 campaign touches that were assigned $5,000 in attribution within your look-ahead window, you would have a Pipeline ROI of 5x for that time period.
  5. Change vs. Previous Period - displays the absolute change in the pipeline roi metric comparing the current period to the previous period. For example if you select a date range of the prior quarter, and pipeline roi was 15 in the prior quarter, but was 20 two quarters ago the absolute change would be -5x.
  6. Attributed Bookings ROI - this metric is a multiplier which tells you how many dollars in attributed bookings (attributed dollars from opps that are closed won) you get back for every dollar you spent. The math is total attributed bookings divided by the total cost. For example: If you spent $1,000 on campaigns two quarters ago and created 500 campaign touches that were assigned $5,000 in attribution within your look-ahead window, and of that $5,000, $3,000 were attributed to opps that are closed won you would have a Pipeline ROI of 3x for that time period.
Note: It does not matter WHEN an opp becomes closed won, only that it becomes closed won AND the touch date falls within the look ahead period, which is based on the opp create date.
  1. Change vs. Previous Period - displays the absolute change in the bookings roi metric comparing the current period to the previous period. For example if you select a date range of the prior quarter, and booking roi was 3x in the prior quarter, but was 5x two quarters ago the absolute change would be -2x.

Total Bookings Attributed by Channel Heat Map

This widget allows the user to see Return on Investment based on a dynamic metric by Channel. By default we will be showing by Attributed Booking ROI by Channel. A core problem with comparing ROI values over time is the need to have a fixed time horizon. In ROI calculations, cost is realized immediately (e.g. you spent money in Jan) but value is realized over time as things mature (e.g. you spend the money in Jan and it generated bookings in March). In order to be able to compare across time, we allow you to set a “Look-ahead Period.” This means that a value of 30 would be equivalent to saying “I’m comparing time periods based on the amount of value they generate within 30 days of their touch.”

The period which is considered locked will display with a brighter color set, the unlocked period will be a more muted version of those colors. By setting a shorter look-ahead period, you are able to shorten the feedback loop, will have fewer “unlocked” pieces of data, that can’t be fairly compared.

However, this comes at a cost of reducing the amount attribution and ultimately bookings that will be counted. A longer look ahead window will give you a more accurate number, but lengthens the feedback loop to comparing performance over time. To effectively disable the look-ahead window and see all attribution, set the window to 999. By default, Calibermind caps attribution with a 365 day window which means all attribution should be counted.

Note: When looking at bookings/bookings ROI, the look-ahead window is only comparing touch date to opp create date. The date an opp goes closed won is not factored in.

  1. Total Bookings Attributed by Channel - this widget breaks out each channel and allows you to see different metrics laid out in this Heat Map visualization. Options are: Pipeline ROI, Bookings ROI, Total Bookings Attributed, Total Pipeline Attributed, Cost.
  2. The Y-axis shows your configured Channels
  3. The x-axis shows time.

Heatmap colors are determined by looking at standard deviations across columns (IE all non null values in any given column are used to calculate standard deviations for determining color coding within that specific column. The threshold for above or below average is set at 1 standard deviation away.

Channel Detail Table Widget

  1. Channel Detail - this widget shows metrics for all Channels configured in your system.
  2. Channel - this column contains all configured Channels in your system
  3. Total Bookings - displays the total dollar amount of Closed Won Opportunities based on the filters currently applied.
  4. Total Attribution - displays the total dollar amount of Pipeline Attribution generated based on the filters currently applied
  5. Total Cost - displays the sum amount of budget entered over the time period selected
  6. Pipeline ROI - displays a multiplier which tells you how much attribution (attributed pipeline) dollars you get back for every dollar you spent. The math is total attributed pipeline divided by the total cost. For example: If you spent $1,000 on campaigns two quarters ago and created 500 campaign touches that were assigned $5,000 in attribution withint your look-ahead window, you would have a Pipeline ROI of 5x for that time period.
  7. Bookings ROI - displays a multiplier which tells you how many dollars in attributed bookings (attributed dollars from opps that are closed won) you get back for every dollar you spent. The math is total attributed bookings divided by the total cost. For example: If you spent $1,000 on campaigns two quarters ago and created 500 campaign touches that were assigned $5,000 in attribution within your look-ahead window, and of that $5,000, $3,000 were attributed to opps that are closed won you would have a Pipeline ROI of 3x for that time period. NOTE: it does not matter WHEN an opp becomes closed won only that it becomes closed won AND the touch date falls within the look ahead period, which is based on opp create
Time Cohort Table Widget

This table allows you to see ROI performance over time ad an aggregated level.

  1. Time Cohort - this shows aggregated ROI information over time
  2. Date - will display the time period formatted like YYYY-MM
  3. Total Bookings - will display the total dollar amount of Closed Won Opportunities for the given month
  4. Total Attribution - will display the total dollar amount of Attribution generated for the given month
  5. Total Cost - will display the sum of spend entered by channel for the given month
  6. Pipeline ROI - displays the multiplier of Pipeline dollars generated for each channel based on dollars spent for a given month.
  7. Bookings ROI - displays the multiplier of Closed Won Opportunities dollars generated for each channel based on dollars spent for a given month.

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